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The Rock of Gibraltar is like nowhere else on earth. A tiny part of a vast continent, rising majestically above all around it. The climate, the cultural mix, the people, the history and the geographical importance, are all aspects of the Rock that make her so unique. There’s plenty to shout about to the rest of the world, and your content marketing strategy should reflect that too. 

Originality is critical to good content. Google loves it, and so will your audience. Be different, stand out and rise above the rest. Do what no one else is doing. Play to your strengths. Think about what makes you unique as a business and how you do things differently from the rest of the world. Be brave, be bold, and even be controversial now and again. It’s what gets you noticed and keeps people talking. 

Gibraltar may be small, but she is mighty. Small certainly doesn’t mean insignificant. Character is key. The Rock is visually striking and leaves a lasting impression on all that experience her. She has weathered many storms, but still, she stands, proud and unrelenting, steadfast and immovable. 

As a small business owner, you need a certain amount of resilience – an unbreakable spirit. There will be setbacks, confidence dents and self-doubt inducers everywhere you turn. If your content strategy feels slow-going and disheartening, remember you have lots to offer. 

Consistent, well-written content can attract new audiences, increase your following and generate new leads. There are people that can help you with this. Don’t be afraid to punch above your weight. It’s what Gibraltar does best. She stands firmer and grander the more she is assaulted.

Gibraltar is famous for its mix of cultures and influences and embraces all these, producing a perfect, harmonious balance. When marketing your services, it’s important to mix things up. Use a variety of different ideas and formats. Keep an open mind, and don’t be afraid to challenge the status quo. Educate your audience, inspire and entertain them by infusing a healthy blend of posts, reels, blogs, infographics, press releases, video clips and testimonials. Try not to be a one-trick pony. There is value in varying the types of content you produce. 

Imagine the stories Gibraltar could tell if she could speak. Every corner of the Rock has a story waiting to be told. Her rich and fascinating history is what attracts people to our shores. People love to learn something new from what they are experiencing. Your audience is the same. 

Storytelling is an influential art. It’s not solely about telling people what you have done or what you are trying to promote; it’s about connecting with people. Describe relatable challenges. Craft your content in such a way through words and messaging that you conjure up an image in people’s minds about what makes you unique, who you are as a business and what you have to offer. We are moved to action by emotion. That’s what will connect people to your brand. Be authentic, be relatable but most importantly, be human. 

The Rock of Gibraltar’s evolution, political history, and changing facets are other unique aspects. You must find a harmonious balance when creating a content strategy, just like the Rock has achieved. Gibraltar is adaptive and continually reinventing herself, and so should your business. 

Repurposing is a great way to reuse existing content in a different format to attract potential customers. Not everybody experiences things in the same way. If you want to get the most out of your marketing:

  1. Delve deeper into the psychology behind persuasion.
  2. Know your audience
  3. Try new tools, subscribe to new things, ask questions and constantly educate yourself.

There are plenty of simple and intuitive platforms out there offering a wealth of knowledge on content marketing. 

Gibraltar doesn’t manufacture anything. We don’t grow crops, nor are we a significant exportation hub. Yet, the economy thrives and remains resilient in the face of adversity. So, remember, it always pays to outsource what you’re not good at, leaving you time and resources to concentrate on the things that will help you grow. 

Gibraltar represents a foundation of success built firmly upon lessons learned from the past. I read a quote once that sums it all up perfectly: “BELIEVE. A single word as solid as the Rock of Gibraltar. Always keep your eye constant on the aim you want to actualise.” 


Contact me today if you’d like to know more about Finer Point’s content marketing and copywriting services or my “Coffee & Content” workshops.